Living the Lifestyle
Retailers turn to wood to redefine their brand image
And retailers are finding that there's no better material to use to achieve this effect – and still hold up to daily wear and tear – than wood. Wood makes an emotional connection with people that no other material can match. With its warm, lustrous tones, diverse palette of colors, textures and grains, versatility and classic appeal, wood exudes a sense of style and quality. At the same time wood is strong, durable and capable of withstanding heavy use.
Many well known retailers are using wood in innovative ways as they update and upgrade their facilities and premises, and redefine and re-emphasize their brand images. These retailers know that it is worth investing in a well conceived, well designed, appealing environment to gain a competitive edge. According to the A.R.E. Outlook 2012, the rebound in capital expenditures is continuing upward, expected to increase by 14% next year. "In general, retailers appear to have adequate cash to fund renovations and increased store openings," said Klein Merriman, executive director of the Association for Retail Environments (A.R.E.).
For suppliers of wood and other building materials, this is great news. Moreover, the trend has an inherent multiplier effect as retailers endeavor to maintain brand integrity and ensure consistency across their footprints. Thus once a store prototype design is accepted and approved for use in a chain, the retailer begins to incorporate the design into the construction and floor layout of other stores that are being opened or are scheduled for remodeling. Ultimately, all of the stores in a chain will evolve over time to the same design theme and use similar materials, with slight modifications to adapt to city-specific locales or unique store sizes.
LIVING THE LIFESTYLE
East Bay Fixture Company, based in Oakland, California, has been manufacturing store fixtures and architectural millwork since 1923. One of East Bay's largest projects was remodeling Safeway's pharmacy waiting areas, adding modular wall systems as well as changing out the jambs, millwork and doors. East Bay also renovated several of Safeway's wine departments. European beech (Fagus sylvatica) and sapele (Entandrophragma spp.) are two woods that were utilized in the 20-store prototype concept.
As part of Safeway's goal to connect with customers using a "Lifestyle" prototype format, the nationwide grocer looked for ways to give its stores a more urban, contemporary and pedestrian-friendly look and feel. At the same time, the company's management made a number of other changes, placing greater emphasis on their selection of organic and specialty foods, adding a specialty cheese department staffed by a cheese expert, and making the bakery department more reminiscent of a patisserie. As part of the upgrade, store designers made the decision to change out the old aluminum fixtures to wood and glass fixtures. The makeover resulted in stores that are more welcoming and exude a cheerful, cozy, home-like ambiance.
"We've been working with Safeway since 1923 before the company was even called Safeway," said Paulo Abreu, general manager of East Bay Fixture Company. "They look to us for recommendations in woods and materials."
"Safeway wanted a wood with a grain and hardness similar to mahogany," Abreu said. "We first thought of domestic poplar, which is one of our favorite woods because it takes stain really well. Unfortunately, when poplar gets damaged or dented you can see the white interior. We then turned to European beech for its density and resistance. Beech has a darker color than poplar so it's easy to imitate a dark mahogany finish with great durability and low maintenance."
Abreu added that when the differences between poplar and European beech were explained, the Safeway designers chose the beech wood for use in their stores. Poplar and domestic cedar had been used previously in a number of applications throughout Safeway, including trellises over the floral kiosks and features in high-end wine departments. Now imported woods are making inroads in some of these areas as well. "Within some of their high-end wine departments, sapele is used in
Frequently asked questions
Which wood species did East Bay Fixture Company use in Safeway's 20-store Lifestyle prototype remodel?+
East Bay Fixture Company utilized European beech (Fagus sylvatica) and sapele (Entandrophragma spp.) in the 20-store prototype concept. Sapele was specifically used in some of Safeway's high-end wine departments.
Why did East Bay Fixture Company recommend European beech over domestic poplar for Safeway's store fixtures?+
While poplar takes stain well, it reveals a white interior when damaged or dented. European beech was chosen for its density, resistance, and darker color, which makes it easy to imitate a dark mahogany finish with great durability and low maintenance.
What changes did Safeway make to its stores as part of the Lifestyle prototype format?+
Safeway aimed for a more urban, contemporary and pedestrian-friendly look, placed greater emphasis on organic and specialty foods, added a specialty cheese department staffed by a cheese expert, and made the bakery more reminiscent of a patisserie. Old aluminum fixtures were replaced with wood and glass fixtures.
What scope of work did East Bay Fixture Company perform on Safeway's pharmacy and wine departments?+
East Bay remodeled Safeway's pharmacy waiting areas by adding modular wall systems and changing out jambs, millwork and doors. The company also renovated several of Safeway's wine departments.
According to the A.R.E. Outlook 2012, what is the expected trend in retailer capital expenditures?+
The rebound in capital expenditures is continuing upward and was expected to increase by 14% the following year. Executive director Klein Merriman noted that retailers generally appear to have adequate cash to fund renovations and increased store openings.
How long has East Bay Fixture Company been working with Safeway?+
According to general manager Paulo Abreu, East Bay Fixture Company has been working with Safeway since 1923, before the company was even called Safeway. Safeway looks to them for recommendations in woods and materials.